Why Blizzard veteran Paul Sams took the COO job at Sure Affinity


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Blizzard veteran Paul Sams latest grew to become the president and chief working officer at recreation studio Sure Affinity after serving a couple of years as a strategic adviser.

Sams is working with founder and CEO Max Hoberman, a former Bungie multiplayer and on-line lead who based the Austin, Texas-based and Toronto-based firm in 2006.

Sams is being tapped to assist lead progress in order that Sure Affinity — which has labored on 30 titles like Name of Obligation, Halo, World of Tanks, Left 4 Lifeless, and Hearthstone — can go to the subsequent degree. Most of its work to this point has been serving to different builders full their formidable video games. Now it’s weighing making its personal mental properties.

I spoke with Sams and Hoberman about working a studio at a time when the sport market is in a state of flux, as world financial situations and a tricky gaming cycle add uncertainty. They are saying they are going to concentrate on growing a quality-based tradition and leveling up the ability of the staff. The corporate has 240 workers and it’s hiring.

Sams spent 20 years at Blizzard, the place he held the position of COO, and he was just lately the CEO of Prepared At Daybreak Studios, the maker of Lone Echo and The Order: 1886. Sure Affinity labored on Halo Infinite and it’s nonetheless working with 343 Industries on the title.

Right here’s an edited transcript of our interview.

Paul Sams is president and COO of Sure Affinity.

GamesBeat: What are you hoping to do with Sure Affinity?

Paul Sams: Effectively, I don’t understand how a lot you understand about what I’ve been doing up to now with them, however for the final three years I’ve served as a strategic advisor and particular marketing consultant to the corporate, working intently with Max and the opposite govt administration and senior management staff on quite a lot of initiatives, together with the strategic planning course of, serving to with quite a lot of tasks, negotiations, various kinds of actions associated to serving to to scale and develop the enterprise and take care of the assorted challenges that any firm faces. I’ve had an ideal alternative to work with Max and get to know him and the corporate.

Throughout that point, I’ve fallen in love with the corporate and the staff. I see some unbelievable alternatives for the corporate sooner or later. One factor we’ll speak about immediately is–me having the ability to be a part of forces with the corporate goes to permit me to do a number of the sorts of issues I’ve traditionally finished in my previous, which is to assist gifted growth leaders have the ability to concentrate on making nice video games, and to not need to do all the opposite stuff that they could have historically finished, notably with a founder that’s each making an attempt to do growth and lead the corporate.

Max is a really skilled, gifted growth chief. This transition goes to permit him to focus nearly all of his vitality in opposition to making nice video games, which is one thing that Sure Affinity has already finished a number of, principally in a co-development capability on main franchises. However our need is to maneuver into turning into extra of a lead growth firm. Not that we’re going to depart co-dev. We’ll proceed doing that. However we additionally need to transition into lead.

I’m excited in regards to the prospects of the corporate. I see enormous potential. I see a number of parallels with my previous experiences the place I joined and felt like I noticed some particular, distinctive issues in regards to the firm that may assist propel it to the subsequent degree. I’m tremendous pumped to have the ability to try this with Max and the staff. I really feel like this can be a actually distinctive and particular firm that may profit from that.

Max Hoberman is founder and CEO of Sure Affinity.

GamesBeat: What’s your particular position and title?

Sams: My title goes to be president and chief working officer. We will speak extra in regards to the division of labor, however primarily Max shall be main our growth actions, and I’ll be main the non-development actions. Very like I’ve finished in my prior roles at different firms I’ve helped to steer. That doesn’t imply that Max received’t nonetheless be concerned in main the corporate. He completely will. However he’ll be ready to concentrate on the event stuff extra so than having to fret about different issues.

GamesBeat: How massive is Sure Affinity now? What sort of milestones has it reached?

Max Hoberman: We’re in a fairly regular state now at about 240 complete employees. About 200 roughly are within the U.S., after which 40 in Canada. We opened up a second studio in Toronto a couple of years in the past, a bit earlier than the pandemic. We’ve been slowly constructing that staff. However relative to our variety of tasks and the scope of tasks and our ambition, that’s nonetheless fairly small. We have to convey on a number of extra folks to comprehend that ambition.

GamesBeat: What have been the massive tasks up to now that you just’ve been spending your time on?

Hoberman: Weirdly sufficient, it’s a tough query, as a result of we’ve finished a lot. At any time limit we usually have three completely different groups working. I’ve been doing that since I began the corporate. I’ve misplaced observe. We’ve labored on 15 to twenty completely different IPs and possibly near 40 completely different distinct releases. We’re about to show 16. Probably the most notable franchises we’ve labored on are Name of Obligation and Halo. We’ve finished 5 – 6–I believe 5 completely different Name of Obligation video games and 6 completely different Halo titles that we’ve labored on in some type or trend. However we’ve additionally labored on different issues. We did all of the multiplayer for DOOM 2016.

We’ve truly finished loads in recent times that both hasn’t seen the sunshine of day but or might not see the sunshine of day. We’ll see. We’re hooked up to Hogwarts Legacy, serving to them get that recreation out the door. We haven’t made any huge bulletins, although it’s public that we’re engaged on it. We labored on Amazon’s New World and helped them a bunch. Loads of the work we did for them is nearly to launch. That’s fairly thrilling for us.

The largest factor we’re doing that’s public proper now, for greater than two years now we’ve been engaged on Halo Infinite doing one thing that–they’re very prescriptive about what we will say. However we’re doing one thing unannounced, and we’re doing lead growth on that unannounced factor, from conception and design. It’s one thing huge and new for the franchise. However I can’t say any extra about it. That’s our single largest undertaking of our three tasks presently. We have now near 100 builders engaged on that.

GamesBeat: Have you ever taken the lead on the rest over time?

Hoberman: We’ve finished a couple of smaller video games which have launched traditionally that we did lead growth on right here and there. The primary one was all the best way again in 2007 once we did Age of Booty, our personal IP with Capcom in a partnership. Afterward we did Crimson Alliance, our form of dungeon crawler. We made a cellular Age of Booty as effectively. Past that, we’ve finished lead growth on quite a few issues that aren’t out available in the market but.

The opposite one which’s publicly out there’s a recreation known as Final Expedition, which we ended up licensing. We constructed a extremely enjoyable playable demo for this co-op survival sci-fi shooter, and we ended up licensing that to a different firm to do the event as a result of we didn’t have the bandwidth. We had an excessive amount of happening. That was bittersweet. It was economically good for the enterprise, nevertheless it’s a recreation we’re actually obsessed with. We’ve finished lead growth on a couple of different issues which might be NDA’d. Two different main video games that we’ve finished lead growth on which might be nonetheless within the works and can finally come out sometime. However we’re not allowed to speak about these.

Sure Affinity has a rep as an excellent place to work.

GamesBeat: What have you ever seen over the previous 12 months or so, the place we’ve gone by way of so many alternative states of the sport trade? We had a 30 p.c progress 12 months in 2020, a bit of bit slower progress in 2021, and now it seems to be like some contraction in 2022 with completely different challenges associated to recession and possibly the provision of cash as effectively. How have you ever ridden by way of a few of this? Have been there selections you needed to make that replicate these bigger macro tendencies?

Hoberman: I used to be simply chatting about this with a few of our leaders and advisors yesterday. For us, a number of the–we by no means actually felt like, within the excessive finish co-development house, that we had a lot competitors. There are only a few those that do what we do, and there’s greater than sufficient work to go round. Final 12 months was a number of acquisitions, and a few of these studios that traditionally had been in the identical house as us getting acquired and shifting to doing lead growth. The variety of those that do what we do, impartial firms, is extremely small. In excessive finish co-development, the place we personal a complete chunk of a recreation, player-facing, begin to end, I believe you may depend the businesses on one hand worldwide.

We’ve had no scarcity of labor regardless of the ups and downs of the trade. We flip a stunning variety of tasks. That’s at all times been the case for Sure Affinity. Satirically, regardless of all this chaos, we had our most worthwhile 12 months in our historical past final 12 months. We’re on observe to beat that this 12 months. The downturn hasn’t instantly affected us from an financial standpoint. But it surely has affected us from an worker acquisition and retention standpoint. Your entire labor market has grow to be way more aggressive and much dearer. That impacts everybody. We’re not alone in that. However that’s completely affected all of us. Everybody I speak to feels prefer it’s affected all of us roughly equally.

However so far as forward-looking, my view is that the financial system–it’s a pendulum, and it swings and rebounds. It’s pure that through the peak of the pandemic, when everybody was caught at residence, for lots of people’s leisure {dollars} to get spent on video video games. They’ve at all times been superb bang to your buck, so to talk. Nice ROI when it comes to time. I believe as that pendulum swung, issues are beginning to calm down and open up, and it’s pure that there are different issues competing for leisure {dollars}. In the long term, it’s been an enormous boon for the trade. It’s been an opener that has launched so many new folks to video games and broadened the market immensely.

That pendulum will swing again. I predict that subsequent 12 months sooner or later, from the standpoint of the massive gamers within the trade, they’ll see tendencies begin to enhance. I’m guessing the center of subsequent 12 months, the tendencies and forecasts will begin to enhance and so they’ll begin to loosen their belts. However that’s predicting the longer term.

GamesBeat: Partly as a result of a number of these video games which have been delayed are going to ship?

Hoberman: The pandemic and dealing from residence and all of the turnover within the trade have created some actual challenges, completely. The strain to retain folks has added to that, the place high quality of life is at a premium for extra publishers and extra builders than it was. It’s at all times been for us, however extra individuals are beginning to deal with their builders–it’s an influence dynamic shift. They’re beginning to deal with their builders a bit higher, which suggests they’re not going to show the screws on them and push them fairly as onerous as they could have traditionally. That has a cascading influence on releases. That is Paul’s world greater than mine, although.

GamesBeat: So far as the necessity for a COO typically, have you ever seen this over time? Are there some particular duties to do at the moment that make extra sense for you?

Hoberman: I do know Paul has seen a necessity. Over the previous couple of years of attending to know Paul, it’s opened my eyes to it. I began out as a developer and spent my first 10 years extra on the event aspect within the trade. I’ve been working Sure Affinity for 16 years, dipping one foot in every camp, growth and enterprise management. The extent of expertise and experience and the breadth of abilities that Paul brings to the desk makes my expertise–it simply dwarfs it, to be sincere. There are limits on what I’ve been in a position to do with cut up focus, but additionally with considerably restricted expertise so far as serving to the corporate to take it to the subsequent degree and notice our ambitions, among the extra transformative issues we need to do.

Sure Affinity’s recreation room.

I’ve little doubt in my thoughts that bringing Paul on board, having Paul as a accomplice actually, a seat on the very high of the group on the management desk – alongside me and my spouse, who additionally works for us in a management capability – goes to be a complete recreation changer for us. I do know you could have extra specifics about your objectives and focus, Paul, that I’ll allow you to converse on.

Sams: Truthfully I really feel like we have to unlock the facility of Max on our recreation growth, along with our very gifted group of different growth leaders. I’ve seen this in quite a lot of circumstances in my previous, the place you had a extremely gifted growth chief that has cut up focus. Whenever you’re in a position to assist them not really feel like they should have their focus in all these areas, however somewhat can concentrate on making nice video games which might be enjoyable and fascinating, constructing that insistence on the a part of the participant to need to play these video games and construct these communities, it will possibly assist propel the corporate to the subsequent degree in methods you could’t when it’s important to cut up the main target.

After I take into consideration the position that I’ll have on the firm and the parallels that it has with among the roles I’ve had beforehand, I need to assist to construct an setting the place the sport growth leaders and all the sport builders don’t have any worries on the planet apart from making nice video games. As you may think about, while you’re working an organization, and notably an independently owned firm, it’s important to at all times take into consideration the subsequent contract. How can we handle all these completely different features of the enterprise? Whenever you don’t have the protection internet of a mum or dad firm that may cowl the prices if issues fall quick, you could have a degree of stress and fear in your coronary heart recurrently. You need to handle your workers and ensure the payments are being paid and all that.

In my thoughts, I really feel very comfy having the ability to run and handle all these sorts of issues at a degree that can enable Max to really feel comfy and never careworn about these issues. He can use his superpowers towards what I believe goes to essentially propel the corporate to the subsequent degree. I’ll additionally concentrate on our expertise, rising our inside expertise that we’ve and augmenting it with another nice expertise from outdoors to assist, once more, scale the corporate and take it to the subsequent degree that we would like to have the ability to obtain. I be ok with having the ability to try this in partnership with Max and the remainder of the management staff.

Max talked earlier about how Sure Affinity is one among a really choose group of firms that does what they do within the co-development house. My official begin date isn’t till subsequent week, so I can say this, since I’m nonetheless an outsider. I’d argue that they’re not just one of some, however I imagine they’re the very best impartial triple-A co-developer on the planet. That’s a part of what attracted me. I’m enthusiastic about working for what I understand to be as the very best firms of their house. That’s what I believe Sure Affinity is. It’s why I used to be with the businesses that I used to be with earlier than. There’s a number of parallels between the dedication to high quality and the gameplay-first focus mentality, the dedication to discovering enjoyable and constructing a vibrant participant neighborhood.

I’m pumped up to have the ability to assist them get to that subsequent degree. I believe they’re proper on the sting of having the ability to try this. It’s an thrilling time for Sure Affinity and I’m excited for us to have the ability to work collectively in a day after day capability so we will make these issues occur.

GamesBeat: Do you could have some ideas on extra dramatic modifications, like doing your individual IP or making acquisitions or elevating cash?

Sams: One factor that I’d say about IP growth–I’m an enormous fan of it. I can inform you that Max is as effectively. When you get extra time with Max, he’ll inform you how he’s additionally an creator. He’s written his personal novel just lately. He’s closely concerned in all the sorts of IP actions that we’ve internally, and we’ve a quantity. Final Expedition is one among them, that we’ve licensed out. We even have one other recreation we’re engaged on that’s unannounced, that Max and a few of our key growth leaders have been advancing on the brand new IP aspect of issues. It’s undoubtedly a part of the DNA of the corporate, however that has not been in a position to come out as a lot as they could have wished to. In co-development you’re typically working inside a franchise and IP that your writer has offered to you. It’s definitely aspirational for us to have the ability to try this. We see the advantages of constructing our personal IP and proudly owning our personal IP. It’s one thing we’re dedicated to. Max can speak to it extra.

World of Tanks is celebrating its 10th anniversary.
Sure Affinity has labored on World of Tanks.

Hoberman: I’ve a background as a developer. I had a number of success as a multiplayer, social programs, on-line developer, taking the Halo sequence on-line. I really feel like over the previous 16 years, along with rising as a enterprise chief, I’ve additionally grown alone as a inventive, as a world-builder and a storyteller and a number of different issues. I haven’t actually gotten to use that in gaming house in the best way that I’d prefer to. I’m enthusiastic about having the ability to merge that keenness and one thing I do know I’ve some actual aptitude earlier than, merge that again into gaming and see the place it will get us.

Sams: One little tidbit so as to add to that. You already know among the prolific world-builders I’ve labored with. I’ve had the chance to work deeply with them, a few of my greatest associates on the firms I used to be at. I believe Max has, from what I’ve been in a position to observe–he has lots of the identical attributes and capabilities and ability set. He’s finished it extra outdoors of the sport house together with his novel work, however he’s additionally been doing it on the firm. Each single factor I’ve seen that’s come out from him has been actually strong. I believe it’s going to place the corporate effectively as we’re constructing our personal IP.

Hoberman: I do know that I’ve some aptitude. I’m fairly positive that I’ve some actual potential in what I’m writing. However we don’t need to overpromise. It’s nonetheless an experiment.

GamesBeat: We’re in a special world now with a extra numerous set of avid gamers and extra variety points to take care of in working firms. How are you approaching a few of these challenges?

Hoberman: As a company, I really feel like we’ve finished an excellent job. Paul’s been with us for 3 years as an advisor, alongside for the experience but additionally serving to information us. I really feel like we’ve ridden out some unprecedented challenges, in all probability higher than many, even lots of our massive purchasers and rivals, when it comes to making distant work and hybrid work profitable, and among the political and social pressures and challenges, issues like that. I believe we’ve finished an excellent job. I’m handing that baton to Paul with assist from a really robust enterprise management staff. I’m assured that we’ll proceed to be a frontrunner and a job mannequin and set an instance in how we deal with our workers, how we interface with the neighborhood, all this stuff that current radical challenges for everybody. That’s very excessive degree. There are 1,000,000 examples of that.

From a enterprise standpoint, the challenges on the enterprise aspect aren’t new, in an odd sense. The development has at all times been that it’s getting dearer to do excessive finish video games. Until you’re going to radically pivot and grow to be a small indie developer, with the intention to compete within the house that we’re in we’ve to experience that wave and work out how to achieve success. Specialization amongst builders is rising. Prices are rising. Timelines are rising. All these elements. However none of that’s new. That seems like change is steady to me, for a very long time.

The problem for us, the distinctive problem, is how can we protect all the nice in what we’ve constructed, how can we protect the features of our enterprise which might be working, whereas additionally making the mandatory modifications to set ourselves as much as be a robust lead developer sooner or later? These issues will not be at all times–generally they’re contradictory to 1 one other. It’s important to work out the right way to make the whole lot work collectively. It turns into a singular system for Sure Affinity. That’s the place I’m excited to have Paul to assist clear up that puzzle.

Sams: Truthfully, I believe the corporate has been doing a fairly nice job at this. I don’t know if you understand, however the firm has workplaces in each Austin and in Toronto. The Toronto workplace has solely been round for a few years. However in that quick time, they had been named the very best place to work within the recreation trade in Canada. That’s an indicator to me of the dedication to the staff and the worker expertise. It’s one thing that you just see all through the corporate. I’ve been actually impressed by how Max and the management staff prioritize the staff’ work-life steadiness. It’s higher than any firm I’ve seen within the trade. And the way they prioritize the staff’ households and their wants.

One factor Max does that I like, yearly he asks the HR staff to seek out one thing new that they will add to the worker advantages or the worker expertise, one thing that may be additive with out taking something away. Generally what you see in huge firms is they are saying, “We’re going so as to add this…however then we’ll take away this.” Max is all about, “How can we make it higher yearly for the staff? How can we create a extra protected and inclusive setting? How can we be sure we put variety first?” When you take a look at our administration staff, we’ve a number of girls and minorities within the senior govt staff. It’s been a significant dedication and precedence on the a part of Max and his management staff to try this.

Halo: Grasp Chief Assortment’s Halo 2 multiplayer.

That’s tremendous thrilling to me, as a result of I imagine, such as you stated earlier, that the trade is altering. It’s evolving. Extra girls are taking part in video video games than ever earlier than. There are extra folks taking part in video games internationally in numerous international locations than ever earlier than. So as to construct video games that attraction to that broader viewers, you have to have the same illustration inside your group. You perceive what these gamers need and wish as a result of it’s you. I’m enthusiastic about being part of that, having the ability to hopefully increase that in significant, materials methods. It’s not solely the suitable factor to do, nevertheless it’s the factor that’s going to ship the very best outcomes for the corporate and for the gamers.

Hoberman: Right here’s a enjoyable tidbit for you. After 16 years at a bootstrapped startup–I began the corporate funding it out of my very own checking account. In that complete time we’ve grown yearly, and we’ve by no means laid off a single particular person, ever. That’s what I’m saying. Regardless of all of the ups and downs of the sport trade and the financial system and the whole lot else, there’s a higher approach, I imagine. There’s a approach, even with the restricted sources of an impartial firm, to create a secure, wholesome work setting.

I discover it irritating to say the least, and generally appalling, that firms with a lot better sources don’t try this. They don’t spend money on their workers and supply that excessive degree of safety for his or her workers, that stability. That’s one factor that units us aside. That specific wave, I really feel like we’ve ridden it like professionals, whereas so many in the remainder of the trade really feel like amateurs to me. That’s very blunt, nevertheless it’s sincere.

Sams: On that subject, we’re not making an attempt to say that’s everybody. However because it pertains to defending the staff and prioritizing stability, I believe they’ve only a few friends, if any.

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